How many email notifications do you get every day that you immediately brush off and ignore? If you’re like most business owners, the answer is probably a lot — even if you make a conscious effort to go through regularly and unsubscribe yourself from the email lists you aren’t engaging with.
When you think of newsletters, those are probably the emails you think of. Those emails that frustrate you, or that immediately remind you to take action to remove yourself from a list. That line of thinking may give you pause in determining your path in sending newsletters.
But no matter who you are, you probably do receive newsletters from a few companies that you enjoy and look forward to. And that’s the key; by sending valuable information to your readers, your emails don’t look like spam or pushy marketing ploys.
The key to crafting quality newsletters is to provide your readers with valuable content that they would enjoy. In fact, by doing so, you will not only generate more interest in your business but also more opportunities to generate sales and revenue.
The history of newsletters
Newsletters have existed, in some form, long before email or modern technology was even an idea, but the concept has always been the same. They’re a great method to share offers, news, and information to the masses.
It was a success right from the beginning though, as the very first email blast, sent in 1978, generated over $13 million in sales. That’s a fairly good reason why we’re still seeing email newsletters to this day, despite the return being slightly under that $13 million mark.
Of course, over the years, as more companies began to utilize email, and as the internet became more prevalent in homes, regulations needed to be made. Throughout the nineties, spam mail ran rampant and a bit unchecked.
It wasn’t until 2003 that the CAN-SPAM Act was signed into law, creating a standard for sending commercial emails. Businesses had to reduce the number of unsolicited emails they sent out and include unsubscribe links in every message they sent.
Since then, email marketing solutions have blossomed to allow pinpoint list management and segmentation, offering greater control over which contact sees what messaging. Today, email marketing is considered to be the top digital channel for generating ROI by 73 percent of marketers. With personalization, responsive layouts, and automated campaigns and triggers, it looks likely that newsletters and email marketing will continue to carry that crown.
More traffic, more results, lower cost
No matter what kind of digital marketing tactics emerge, it always seems as though email marketing is at the top. In terms of reaching and engaging your target audience, nothing has dethroned the power of email.
As we shared in a previous blog post, emails have yielded the highest return on investment over the past 10 years, and for every dollar you spend on it, industry averages estimate earnings of $38. Compare this to campaigns and advertisements on social media or through other channels, and it’s not even close (social ad spend campaigns are considered to be successful if they can generate $5 for every dollar spent!).
When you’re sending information that people want to read, they are far more likely to open it and engage with it. Getting more people to click on links in your emails will lead to more traffic through to your website. With more volume coming to your website, you will see higher conversion numbers.
Based on simple numbers alone, email continues to generate more interest at a lower cost.
Creating easy content for your newsletter
The biggest challenge for most people is coming up with content that people will enjoy and engage with. The key here is to think about your customers. Think about their commonly asked questions, or what their pain points are. The good news is that there are different types of content you could create to fill a newsletter. We covered a few of them in a recent article we published on content marketing if you need some inspiration.
Consider the interests of your audience and personas. For some, that could be opinions on your industry, resources you’ve found online through other reputable sources, or free content that you think they would find beneficial.
Just like with all marketing campaigns, you will want to make sure your buyer personas are up to date! This will help you to shape the content, and provide a frame of reference when creating the content.
But not everything you share has to be original content! For example, in our weekly newsletter, we share a mixture of our content (you may have clicked through to this blog from one of those links), as well as articles, podcasts, and videos on business productivity and leadership tips from around the internet. Whatever it is, keep it within the confines of your brand voice, and pertinent to you and your industry as well.
It’s important to be consistent with what you’re sharing, but also not to be too confined. Just like you wouldn’t want to publish low quality work, you also don’t want to share articles and information that might be a little out of the expected tone of the newsletter. Newsletters can and should be fluid, so test out various layouts, designs, and different kinds of content.
If you do all of this, you will find an audience that not only appreciates your newsletters but also looks forward to them.
Just give them VALUE
So, no, newsletters aren’t dead. And if you’re thinking that, you might just be thinking of the ones you hate getting, or you may not be sending the best information in your emails.
If you carefully create your newsletters to have information, offers, and news that is directly relevant to the person you’re sending it to, chances are they will be delighted to receive it. With personalization and segmentation abilities, email is still the most effective form of communication, offering the highest success rates at the lowest costs.
To help you better craft and design your email newsletter BBB launched THRIVe, a simple and easy-to-use marketing tool that helps your business grow.
Whether you are looking for ways to design your next email newsletter or manage your email list, THRIVe has you covered. CLICK HERE to get started with THRIVe’s email tool today!